How you can use your data to improve your marketing efforts. Photo via Getty Images

When focusing on revenue growth in business to business companies, analyzing data to develop and optimize strategies is one of the biggest factors in sales and marketing success. However, the process of evaluating B2B data differs significantly from that of B2C, or business to consumer. B2C analysis is often straightforward, focusing on consumer behavior and e-commerce transactions.

Unlike B2C, where customers can make a quick purchase decision with a simple click, the B2B customer journey involves multiple touchpoints and extensive research. B2B buyers will most likely discover a company through an ad or a referral, then navigate through websites, interact with salespeople, and explore different resources before finally making a purchasing decision, often with a committee giving input.

Because a B2B customer journey through the sales pipeline is more indirect, these businesses need to take a more nuanced approach to acquiring and making sense of data.

The expectations of B2B vs. B2C

It can be tempting to use the same methods of analysis between B2C and B2B data. However, B2B decision-making requires more consideration. Decisions involving enterprise software or other significant business products or services investments are very different from a typical consumer purchase.

B2C marketing emphasizes metrics like conversion rates, click-through rates, and immediate sales. In contrast, B2B marketing success also includes metrics like lead quality, customer lifetime value, and ROI. Understanding the differences helps prevent unrealistic expectations and misinterpretations of data.

Data differences with B2B

While B2C data analysis often revolves around website analytics and foot traffic in brick and mortar stores, B2B data analysis involves multiple sources. Referrals play a vital role in B2B, as buyers often seek recommendations from industry peers or companies similar to theirs.

Data segmentation in B2B focuses more on job title and job function rather than demographic data. Targeting different audiences within the same company based on their roles — and highlighting specific aspects of products or services that resonate with those different decision-makers — can significantly impact a purchase decision.

The B2B sales cycle is longer because purchases typically involve the input of a salesperson to help buyers with education and comparison. This allows for teams to implement account-based marketing and provides for more engagement which increases the chances of moving prospects down the sales funnel.

Enhancing data capture in B2B analysis

Many middle-market companies rely heavily on individual knowledge and experience rather than formal data management systems. As the sales and marketing landscape has evolved to be more digital, so must business. Sales professionals can leave and a company must retain the knowledge of the buyers and potential buyers. CRM systems not only collect data, they also provide the history of customer relationships.

Businesses need to capture data at all the various touchpoints, including lead generation, prospect qualification, customer interactions, and order fulfillment. Regular analysis will help with accuracy. The key is to derive actionable insights from the data.

B2B data integration challenges

Integrating various data sources in B2B data analysis used to be much more difficult. With the advent of business intelligence software such as Tableau and Power BI, data analysis is much more accessible with a less significant investment. Businesses do need access to resources to effectively use the tools.

CRM and ERP systems store a wealth of data, including contact details, interactions, and purchase history. Marketing automation platforms capture additional information from website forms, social media, and email campaigns. Because of these multiple sources, connecting data points and cleansing the data is a necessary step in the process.

When analyzing B2B data for account based marketing (ABM) purposes, there are some unique considerations to keep in mind. Industries like healthcare and financial services, for instance, have specific regulations that dictate how a business can use customer data.

Leveraging B2B data analysis for growth

B2B data analysis is the foundation for any sales and marketing strategy. Collecting and using data from multiple sources allows revenue teams to uncover gaps, trends, and opportunities for continued growth.

Acknowledging what’s different about B2B data and tracking all of the customer journey touchpoints is important as a business identifies a target market, develops an ideal customer profile, and monitors their competitors. Insights from data also single out gaps in the sales pipeline, use predictive analytics for demand forecasting, and optimize pricing strategies.

This comprehensive approach gives B2B companies the tools they need to make informed decisions, accelerate their sales and marketing efforts, and achieve long-term growth in a competitive market.

------

Libby Covington is a Partner with Craig Group, a technology-enabled sales and marketing advisory firm specializing in revenue growth for middle-market, private-equity-backed portfolio companies.

A Houston startup is bringing all the dogs to the yard. Photo courtesy of Fido

New Houston-based specialty pet supply company aims to pamper your pooch

good dog

Considering that Americans will reportedly spend $109.6 billion on pets this year, according to new data, it really pays to be discerning when buying. Now, Houston dog owners can stay local when shopping for their fur babies.

Houstonians Brad Madrid and Bobby Dwyer have launched Fido, a new e-commerce pet wellness brand. Available all over Houston, Texas, and indeed, the nation,

Fido products will initially start with Chill Chews and Clear Ears, both of which are scientifically formulated and aim to provide relief and comfort, per a press release. Products are lab-tested and veterinarian-approved, per the company.

Anxious pups may benefit from Chill Chews, which make training, traveling, and everyday life smoother and are said to help pets relax. The Clear Ears, meanwhile, is composed of natural ingredients such as eucalyptus and aloe and is meant to keep pets’ ears clean and clear of any wax, debris, fungus, and bacteria.

“As a professional dog trainer and breeder, I’ve worked with hundreds of dogs which has allowed me to develop a deep understanding of how dogs think and function,” said Dwyer in a statement. “Through my profession, I’ve discovered a need for products to ensure canines’ health and wellness, and it’s our mission to provide great products to make good boys even better.”

Brad Madrid and Bobby Dwyer have launched Fido, a new e-commerce pet wellness brand. Photo courtesy of Fido

Madrid and Dwyer aren’t just business partners but also brothers-in-law. Bringing science to Fido, Madrid boasts a background in pharmaceuticals, while Dwyer brings canine know-how with his experience as a dog trainer.

Both hope to see their business grow by leaps and bounds. Products are available for purchase on the website and shipping is available nationwide. Plans for products to be sold in local pet stores, as with international shipping available in the future.

If current data is any indication, Madrid and Dwyer are in the right business. A survey of 2,000 dog and cat owners found that 52 percent of respondents said they spend more money on their pets than they do on themselves each year, per GoBankingRates.

------

This article originally ran on CultureMap.

Here's the latest news from Cart.com. Photo via cart.com

Houston e-commerce startup makes C-suite appointment and acquisition

growth mode

In the past week, Houston-based Cart.com has made some big moves on its tech startup journey — including another strategic acquisition and new hire.

The end-to-end e-commerce-as-a-service provider, which recently raised a $98 million series B round of funding, announced Tony Puccetti as the company's new chief delivery officer following the acquisition of 180Commerce, a leading online sales partner.

Puccetti, who joins Cart.com from digital consultancy Blue Acorn, will manage all client deliverables for the company. Puccetti also previously served as general manager and senior vice president over e-commerce, strategym sales, and more at Onestop Internet.

"I've spent my career championing fast-growing brands in the retail space, so I recognized instantly that Cart.com's ability to deliver seamless end-to-end e-commerce support and services was a true gamechanger," Puccetti says in a news release. "I'm thrilled to be joining the team, and I'm looking forward to helping deliver the services and technologies that brands need to grow their business and realize their full potential in today's omnichannel world.

Cart.com hired Tony Puccetti as the company's new chief delivery officer. Photo via LinkedIn

Omair Tariq, Cart.com CEO, says Puccetti has the talent and experience the company's clients need.

"Cart.com has built a reputation for making big, bold promises — then delivering on them, and exceeding our customers' expectations as they scale their e-commerce brands," continues Tariq in the release. "We're delighted to be welcoming Tony to the Cart.com family, and we're looking forward to working with him to transform the tech-enabled commerce space for merchants of all sizes."

The news of Puccetti's appointment follows news of California-based 180Commerce's acquisition by Cart.com. The company was founded in 2016 following DSW's acquisition of Shoe Metro, the largest Amazon footwear reseller. According to the news release, leaders from Shoe Metro formed 180Commerce "to bring their expertise directly to brands through a tech-enabled agency service model." The company provides its clients with data-driven and tech-enabled retail strategies, tools, and resources.

"The 180Commerce value proposition has always focused on helping consumer brands grow long-term revenue and profitability by optimizing and streamlining their marketplace strategies. By joining with Cart.com, we're bringing that vision to a far wider audience while continuing to expand our offering to the brands we serve with the powerhouse of offerings Cart.com provides," says Jason Stuempfig, founder of 180Commerce. "We share Cart.com's vision for a no-hassle, fully integrated e-commerce ecosystem, and I'm delighted to be starting this new chapter in the 180Commerce story."

The acquisition means a merging of clients, services, and staff between the two companies. 180Commerce's full team will be onboarded to Cart.com under Stuempfig's leadership.

"We're thrilled to welcome the 180Commerce team into the Cart.com family as we continue to expand our offering of commerce everywhere," Tariq says in the release. "Jason turned 180Commerce into a success story by being relentlessly focused on delivering results for brands, while creating a powerful company culture in which everyone is valued. That's exactly the combination we look for at Cart.com — especially when it's paired with a commitment to using data and technology to streamline and optimize e-commerce and marketplace functions for fast-growing brands in every corner of the world."

This acquisition is the latest in a series for Cart.com. Previously, the company has acquired AmeriCommerce, Spacecraft Brands, DuMont Project, and Sauceda Industries.

"Acquisitions are central to Cart.com's growth strategy, and with the addition of 180Commerce we're underscoring our commitment to expanding into new areas and building out best-in-class capabilities across the full spectrum of e-commerce sales channels such as marketplaces," says Saheb Sabharwal, chief strategy officer at Cart.com, who leads all M&A activity, in the release. "We're looking forward to working with Jason and the 180Commerce team to drive new value for Cart.com's thousands of loyal users. We have a great process in place to integrate new companies into the Cart.com ecosystem, and we're actively seeking additional M&A opportunities as we augment our solutions for brands."

Remington Tonar, chief commercial officer and co-founder at Cart.com, also recently told InnovationMap of the company's plans on a recent episode of the Houston Innovators Podcast. Heading into the holidays, where potential new clients will be focusing on delivering on orders and sales, Tonar says Cart.com is expecting a busy 2022 in terms of growth. In a lot of ways, the COVID-19 pandemic played a major role in the development of e-commerce and, by extension, Cart.com.

"The pandemic has played a role in overall accelerating the growth of e-commerce as a category and an industry. That growth was going to happen anyways, but it made it more ubiquitous faster," Tonar says. "It's just commerce now. This is just how people purchase and consume things."

Stream the full podcast below.

New York City-based Vroom employs more than 900 people in the Houston area. Photo courtesy of Vroom

E-commerce company focused on car sales revs up for Houston expansion

vroom, vroom

Vroom, an e-commerce platform for buying and selling used vehicles, is driving up its presence in the Houston area.

The publicly traded company recently established a "last-mile hub" in Stafford where Vroom workers will inspect, detail, and place temporary tags on all cars being delivered or picked up in Texas. The hub is expected to serve nearly 7.1 million motorists in more than 455 ZIP codes within a 75-mile radius.

New York City-based Vroom employs more than 900 people in the Houston area. Aside from the new hub, local employees work at the company's reconditioning center, executive offices, and Texas Direct Auto and Sell Us Your Car locations. The hub is housed within Vroom's 293,000-square-foot reconditioning center. The reconditioning center alone employs almost 400 people.

Leaders of the new hub include Mary Kay Wegner, Vroom's chief logistics officer, and John Piatak, vice president of transportation.

"As Vroom's business continues to grow, we're committed to investing in the Houston area, from expanding our physical footprint, to hiring more local workers, to offering new services for our valued customers," Wegner says in a news release.

In the Houston area, the number of vehicles purchased from Vroom surged 144.6 percent from the first half of 2020 to the first half of 2021, the company says. The number of vehicles sold to Vroom in the Houston area soared 624.4 percent during the same period.

In fiscal 2020, Vroom sold 34,488 cars, up 82 percent from the same period a year earlier. Last year, the company posted revenue of nearly $915.5 billion, up almost 56 percent from the previous year.

"As the used vehicle market continues to embrace the e-commerce model, we will continue to execute our plan and invest in scaling our business and improving our customer experience as we transform the market for buying and selling used vehicles," Vroom CEO Paul Hennessy said in a March news release.

Vroom, founded in 2013, debuted as a public company in June 2020. As a private company, Vroom scooped up $1.3 billion in funding.

Last month, Vroom agreed to buy auto lender United Auto Credit for $300 million. Newport Beach, California-based United Auto Credit specializes in auto loans for buyers with spotty credit records.

Houston-based Cart.com, which equips e-commerce businesses with a suite of software services, has raised $45 million in venture capital investment since its founding in September. Photo via cart.com

Houston-based e-commerce software startup and Amazon competitor raises $25M in its series A

Money moves

An end-to-end e-commerce services provider based in Houston has closed its series A round of financing led by a Houston venture capital group.

Cart.com announced the closing of its $25 million led by Houston-based Mercury Fund and Florida-based Arsenal Growth with contribution from Austin-based Moonshots Capital and Ohio-based Scarlet Venture Fund. The new round follows its $20 million Seed round led by Amsterdam-based Bearing Ventures.

The company was founded last September by two former entrepreneurs — Omair Tariq, former executive at Home Depot and COO of Blinds.com, serves as CEO and Jim Jacobsen, co-founder and former CEO of RTIC Outdoors, serves as executive chairman.

"We know the pain points brands face in the e-commerce value chain because we have experienced them firsthand. We built Cart.com to solve those problems and deliver unequaled value for brands from a single platform," Jacobsen says in a news release.

The duo wanted to create a suite of software solutions that allows brands to "grow their e-commerce capabilities with less friction than the fragmented plug-in and vendor intensive approach available today," according to the release.

"The current e-commerce offerings favor the service providers, not the brands," Tariq says in the release. "We are on a mission to flip that dynamic and put the sellers back in charge of their e-commerce journey and their customer relationships. Our team will continue to obsess over our brands' success, so they can obsess over their customers. This is what will create tremendous long term shareholder value and be the true measure of our success."

The e-commerce-as-a-service, or ECaaS, company will use the funds to grow to meet increasing customer demand and hire new team members. Per the release, Cart.com has an "aggressive growth strategy" and has already made five acquisitions to date, including storefront software platform AmeriCommerce, a storage supplies business with fulfillment services across the country, and two digital marketing agencies.

"Competition in the e-commerce market is reaching a precipice, and only those companies with the pedigree, vision, technology and the been-there-done-that perspective will be able to truly shift the surge away from market monopolies and provide power back to the brands themselves to the benefit of the businesses and their customers," says Blair Garrou, co-founder and managing director at Mercury. "Our financial commitment illustrates our confidence in the mission and strategy of Cart.com. The team assembled has incredible opportunity to be a true market leader and pioneer ECaaS in the e-commerce services space."

Houston-based GoExpedi is growing its presence in the Northeast with a new warehouse. Photo by Colt Melrose for GoExpedi

Houston e-commerce startup expands with new procurement center

Scaling up

A growing e-commerce tech company headquartered in Houston has a new industrial and energy MRO (maintenance, repair, and operations) warehouse in Pittsburgh, Pennsylvania.

The new procurement center will help GoExpedi meet the increasing demand the company has been seeing in the Northeast.

"We're excited for our new Pittsburgh warehouse as the location was carefully selected to boost access for our upstream, midstream and downstream clients for vital operational products. Our expansion in the Northeast is a major milestone for our growing company and will serve as the starting point for our national push," says Tim Neal, CEO of GoExpedi, in a news release.

The new facility is GoExpedi's sixth warehouse since 2017 — previous locations were in Texas, Wyoming, and California. And, according to the release, the company has several more in the works.

"This is a monumental step in becoming the leading national supplier of efficient, reliable, and cost-effective MRO products for all industrial sectors," he continues. "We look forward to growing our presence, adding talent, and working with more energy customers in the months ahead."

Last fall, GoExpedi raised $25 million in its series C in order to grow and scale operations. The company has raised over $75 million in total investment, according to Crunchbase.

In a recent InnovationMap interview, Neal attributes the growth of GoExpedi to the tech-savvy and younger workforce that's growing in the industrial and energy scene. With more and more people adapting to the tech and convenience of ordering commercially on Amazon and other retailers, these people want that in their professional lives too, he says.

"The mission for us is to make procurement of these (MRO) goods simple and efficient," he says. "We wanted to take a tech-first approach, really make sure people getting these things, but then also track what they're spending to help them more effectively run their business."

Ad Placement 300x100
Ad Placement 300x600

CultureMap Emails are Awesome

9 can't-miss Houston business and innovation events for March

where to be

Editor's note: March is here, and that means the return of some of Houston’s signature innovation events, as well as insightful talks and a Mardi Gras block party. Here are the Houston business and innovation events you can't miss in March and how to register. Please note: this article might be updated to add more events.

March 5 – SheSpace Women’s Day Open House

Connect with like-minded women during a free day of coworking at SheSpace. And while you're there, take a break and enjoy a floral arranging class, complimentary breakfast, pop-up shops, happy hour and raffle prizes. Space is limited.

The event is Wednesday, March 5, from 9 a.m.–7 p.m. Click here to register.

March 5 — Science and the American Presidency

Hear from former presidential science advisors—Kelvin Droegemeier who served under President Trump, Neal Lane who served under President Clinton and Alondra Nelson who served under President Biden—as they discuss their experiences leading the White House Office of Science and Technology Policy and how science is used to address issues from climate change and public health to national security and economic competitiveness. An exhibit inside Baker Hall will complement the event. The Baker Institute Science and Technology Policy Program and Rice Innovation will host the talk.

This event is Wednesday, March 5, from 5:30–8 p.m. at James A. Baker Hall. Click here to register.

March 6 — Ion Block Party - Mardi Gras Edition 

Let the good times roll this week while networking with potential collaborators, mentors and investors at the Ion. Food and drink will be available while supplies last and the Ion will provide drink tickets for one free drink at Second Draught upon check-in.

This event is Thursday, March 6, from 4–7 p.m. at the Ion. Click here to register.

March 10-14 — CERAWeek 2025

The foremost annual gathering in the energy sector returns to Houston March 10-14, 2025. Themed "Moving Ahead: Energy strategies for a complex world," CERAWeek 2025 will focus on the challenges ahead for energy security, supply, and climate ambitions. More than 10,000 participants from over 2,050 companies across 80 countries will convene in Houston for this ambitious event. CERAWeek comprises three platforms: the Executive Conference, the Innovation Agora, and Partner Programs. We'll dive into comprehensive CERAWeek recommendations in future articles.

This event begins Monday, March 10. Click here to register.

March 11 — Energy Venture Day at the Ion

Preview pitches from 40-plus energy ventures competing at CERAWeek's Energy Venture Day and Pitch Competition, co-hosted by the Rice Alliance, Ion, HETI, and TEX-E. This free, fast-paced pitch event offers an alternative to the CERAWeek event, which requires an Agora pass.

This event is Tuesday, March 11, from 9 a.m.–2:30 p.m. Click here to register.

March 13 — Code4Y'allMeetup

Connect with fellow coders at Code4Y’all's meetup at the Ion. Andrew Baines, Founder of No Experience Jobs, will present "How I Built a Job Board to Help Entry-Level Tech Talent (And What I Learned)." Hear from Baines and learn lessons from job seekers.

This event is Thursday, March 13, from 6–7 p.m. Click here to register.

March 17 — Women in Innovation 

Celebrate Women's History Month with an engaging panel discussion hosted by the University of Houston's Division of Energy and Innovation. UH's Tanu Chatterji, Stacey Gorniak and Chrysa Latrick will discuss the achievements of trailblazing women across various industries, as well as share challenges and experiences. Lunch will be provided.

This event is Monday, March 17, from noon–1 p.m. at UH's Faculty Cafe. Find more information here.

March 24-28 — H-Town Roundup 2025

Celebrate innovation, entrepreneurship and collaboration this month during Houston Exponential's H-Town Roundup. During the fifth-annual free event series, previously known as Houston Tech Rodeo, attendees can expect insightful talks, workshops and networking events at venues across the city like the Ion, Greentown Labs, University of Houston and more.

This event begins Monday, March 24. See the full schedule of events here.

​March 27 — NASA Tech Talks

Every fourth Thursday of the month, NASA experts, including longtime engineer Montgomery Goforth, present on technology development challenges NASA’s Johnson Space Center and the larger aerospace community are facing and how they can be leveraged by Houston’s innovation community. Stick around after for drinks and networking at Second Draught.

This event is Thursday, March 27, from 6-7 p.m. at the Ion. Register here.

Texas startup's lunar lander aces moon touchdown with special delivery for NASA

Touchdown

A private lunar lander carrying a drill, vacuum and other experiments for NASA touched down on the moon Sunday, the latest in a string of companies looking to kickstart business on Earth's celestial neighbor ahead of astronaut missions.

Firefly Aerospace’s Blue Ghost lander descended from lunar orbit on autopilot, aiming for the slopes of an ancient volcanic dome in an impact basin on the moon’s northeastern edge of the near side.

Confirmation of successful touchdown came from the company's Mission Control outside Austin, Texas, following the action some 225,000 miles away.

“You all stuck the landing. We’re on the moon,” Firefly’s Will Coogan, chief engineer for the lander, reported.

An upright and stable landing makes Firefly — a startup founded a decade ago — the first private outfit to put a spacecraft on the moon without crashing or falling over. Even countries have faltered, with only five claiming success: Russia, the U.S., China, India and Japan.

A half hour after landing, Blue Ghost started to send back pictures from the surface, the first one a selfie somewhat obscured by the sun's glare. The second shot included the home planet, a blue dot glimmering in the blackness of space.

Two other companies’ landers are hot on Blue Ghost’s heels, with the next one expected to join it on the moon later this week.

Blue Ghost — named after a rare U.S. species of fireflies — had its size and shape going for it. The squat four-legged lander stands 6-foot-6-inch tall and 11 feet wide, providing extra stability, according to the company.

Launched in mid-January from Florida, the lander carried 10 experiments to the moon for NASA. The space agency paid $101 million for the delivery, plus $44 million for the science and tech on board. It’s the third mission under NASA’s commercial lunar delivery program, intended to ignite a lunar economy of competing private businesses while scouting around before astronauts show up later this decade.

Firefly’s Ray Allensworth said the lander skipped over hazards including boulders to land safely. Allensworth said the team continued to analyze the data to figure out the lander's exact position, but all indications suggest it landed within the 328-foot target zone in Mare Crisium.

The demos should get two weeks of run time, before lunar daytime ends and the lander shuts down.

It carried a vacuum to suck up moon dirt for analysis and a drill to measure temperature as deep as 10 feet below the surface. Also on board: a device for eliminating abrasive lunar dust — a scourge for NASA’s long-ago Apollo moonwalkers, who got it caked all over their spacesuits and equipment.

On its way to the moon, Blue Ghost beamed back exquisite pictures of the home planet. The lander continued to stun once in orbit around the moon, with detailed shots of the moon's gray pockmarked surface. At the same time, an on-board receiver tracked and acquired signals from the U.S. GPS and European Galileo constellations, an encouraging step forward in navigation for future explorers.

The landing set the stage for a fresh crush of visitors angling for a piece of lunar business.

Another lander — a tall and skinny 15-footer built and operated by Houston-based Intuitive Machines — is due to land on the moon Thursday. It’s aiming for the bottom of the moon, just 100 miles from the south pole. That’s closer to the pole than the company got last year with its first lander, which broke a leg and tipped over.

Despite the tumble, Intuitive Machines' lander put the U.S. back on the moon for the first time since NASA astronauts closed out the Apollo program in 1972.

A third lander from the Japanese company ispace is still three months from landing. It shared a rocket ride with Blue Ghost from Cape Canaveral on Jan. 15, taking a longer, windier route. Like Intuitive Machines, ispace is also attempting to land on the moon for the second time. Its first lander crashed in 2023.

The moon is littered with wreckage not only from ispace, but dozens of other failed attempts over the decades.

NASA wants to keep up a pace of two private lunar landers a year, realizing some missions will fail, said the space agency's top science officer Nicky Fox.

“It really does open up a whole new way for us to get more science to space and to the moon," Fox said.

Unlike NASA’s successful Apollo moon landings that had billions of dollars behind them and ace astronauts at the helm, private companies operate on a limited budget with robotic craft that must land on their own, said Firefly CEO Jason Kim.

Kim said everything went like clockwork.

“We got some moon dust on our boots," Kim said.

Houston startup Nap Bar pivots with VR and big plans for growth

power nap

Houston’s Khaliah Guillory takes a 30-minute nap every day. She says this is how she’s so productive.

The habit also led to the founding of her white-glove, eco-friendly rest sanctuary business, Nap Bar.

Guillory launched the luxury sleep suites company back in 2019 to offer a unique rest experience with artificial intelligence integration for working professionals, entrepreneurs and travelers who needed a place to rest, recharge and rejuvenate. The company was named a Houston Innovation Awards finalist last year.

She says naps are backed by science. And by her professional network, too.

“Once I polled and surveyed my friends, most of them said that they also took naps during their lunch break, whether it be in their office or in their car,” says Guillory, former vice president of marketing strategy at Wells Fargo. “Once they overwhelmingly agreed that they would absolutely use a dedicated place for them to take naps if I created it, I got to work, and Nap Bar was born.”

Simply put, Guillory has effectively made it acceptable and, yes, even cool for working adults to take naps.

“I played D1 basketball at the University of Central Florida and that’s really where I learned the art of a power nap and the benefits of it,” Guillory says. “And I just continued to nap throughout my corporate career. So, in November of 2018, I retired from corporate America … I just knew I had a higher calling to do something else.”

Guillory first opened up shop in Rice Village as a beta test for her novel nap idea and it took off. She soon forged strategic partnerships with organizations like UT Health, where Nap Bar provided much-needed naps to postpartum mothers.

“Nap Bar showed what the benefits of a good nap was, specifically to postpartum moms in terms of mental stressors, productivity, and things of that nature,” Guillory says.

In November 2019, Guillory moved Nap Bar to The Galleria and says the business produced revenue from day one. However, in March 2020, she was forced to shut us down due to the COVID-19 pandemic.

“I promised myself that I was not going back to corporate America, so I pivoted. I moved forward by creating a better sleep box, with a vegan pillow mist and soy-based candle. I also became a certified sleep coach. And I just kept pivoting from there, reinventing Nap Bar as a company,” she says.

One pivot included adding a virtual reality sleep experience, MetaSnooze.

“MetaSnooze is a really cool technology that offers sleep therapy and relaxation that I curated myself,” Guillory says. “Basically, the user puts on the VR headset, and it escapes them. They're transported to places all over the country. For example, they're sitting in serene environments all the while listening to these rhythmic beats that are designed to help them release and relax. Visualizations have been scientifically proven to improve one’s mental health and mental stressors.”

Guillory initially rolled out MetaSnooze in 2020 at events like South by Southwest and kept improving the experience and building her business. By February 2024, she was curating a wellness experience at The Grammy Awards.

“That was huge for us,” Guillory says. “Being able to get feedback from the celebrities, with a handful of them even inquiring where they could purchase the headset. They were excited about the future of Nap Bar, so that was really, really cool.”

The widespread interest in Nap Bar has Guillory thinking big. She aims to expand to 30 locations in three years.

“When I say that, it sounds ambitious,” says Guillory. “It is, but I come from the school of thought that if you shoot for 30 and you get 25, no one's going to shake their finger at you for doing that, right? It's really aiming towards this big, hairy, audacious goal. I learned that in corporate America. So, what we're looking to do now is raise money like crazy.”

Guillory says she’s now looking to scale the business by partnering with like-minded investors with experience in the wellness space.

She envisions locations at national and international airports, which she says offer ripe scenarios for patrons needing to recharge. Additionally, Guillory wants to build on her initial partnership with UT Health by going onsite to curate rest experiences for patients, caregivers, faculty, staff, nurses and doctors. Colleges also offer an opportunity for growth.

“We’ve done some really cool pop-ups with the University of Houston, where we brought the rest experience on campus,” Guillory says. “That means we bring a portable, full-size, organic mattress with disposable sheets, as well as our virtual reality experience.”

Nap Bar will also serve companies, office buildings, and even sports venues, according to Guillory.

“We can literally go any and everywhere,” she says. “Our collected data suggests that we’ve just got to go where sleepy people are so that they can get restorative sleep.”

From a pricing standpoint, Nap Bar’s model is a dollar a minute. Depending on where the client is, the pop-up experience is based on a day rate or a half-day rate, starting at $4,000.

Add-ons include a full-size organic mattress or hosting a masseuse or massage therapist onsite.

With the Grammys already under her belt, Guillory would like to see Nap Bar utilized at the 2028 Olympics and build partnerships with other virtual reality companies to bring its licensed MetaSnooze software to the masses.

She also sees opportunities in athletic treatment, sleep apnea, and insomnia.

“We have done several studies with proven results that MetaSnooze has reduced mental stressors and anxiety,” Guillory says. “I'm excited about what the future holds for MetaSnooze. It definitely is a game-changer … We will continue to innovate sleep or provide sleep resources and tools in a very innovative way.”